{"id":113413,"date":"2024-09-12T06:46:32","date_gmt":"2024-09-12T06:46:32","guid":{"rendered":"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/"},"modified":"2026-03-19T08:02:24","modified_gmt":"2026-03-19T08:02:24","slug":"b2b-saas-funnel-conversion-benchmarks","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/","title":{"rendered":"Essential B2B SaaS Funnel Conversion Benchmarks to Know in 2024"},"content":{"rendered":"<h2 id=\"6pckm\"><strong>The different stages of the SaaS conversion funnel<\/strong><\/h2>\n<p>First off, the conversion funnel consists of several stages\u2014each critical for the entire sales process.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/b2b-saas-conversion-funnel_2a4fc963d90093b1d34a2eae0a955387_800.png 1x, https:\/\/images.storychief.com\/account_6827\/b2b-saas-conversion-funnel_2a4fc963d90093b1d34a2eae0a955387_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/b2b-saas-conversion-funnel_2a4fc963d90093b1d34a2eae0a955387_800.png 1x, https:\/\/images.storychief.com\/account_6827\/b2b-saas-conversion-funnel_2a4fc963d90093b1d34a2eae0a955387_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/b2b-saas-conversion-funnel_2a4fc963d90093b1d34a2eae0a955387_800.png\" alt=\"b2b saas funnel conversion benchmarks\" \/><\/picture><figcaption>The B2B SaaS conversion funnel.<\/figcaption><\/figure>\n<p>Tracking metrics from these stages will allow you to <a href=\"https:\/\/userpilot.com\/blog\/how-to-evaluate-product-performance\/\" target=\"_blank\" rel=\"noopener noreferrer\">monitor performance<\/a>, identify bottlenecks, and optimize for higher sales funnel conversion rates.<\/p>\n<p>That said, let\u2019s explore each of them:<\/p>\n<h3 id=\"2d0h7\"><strong>Acquisition<\/strong><\/h3>\n<p>Acquisition is the top of the funnel, where prospects become new users.<\/p>\n<p>The goal is to attract high-quality traffic and convert a website visitor into a trial user, marketing-qualified lead (MQL), or sales-qualified lead (SQL). And it involves marketing strategies, promotions, and outreach efforts to create awareness and generate leads.<\/p>\n<p>Key metrics to track at this stage include:<\/p>\n<ul>\n<li><strong>Website conversion rate<\/strong>: Percentage of website visitors that convert into leads or trial users.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/average-customer-acquisition-cost\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer acquisition cost<\/a> (CAC)<\/strong>: The amount you spend in marketing and sales efforts to acquire each lead or customer.<\/li>\n<li><strong>Lead-to-trial conversion rate<\/strong>: The percentage of leads that start a <a href=\"https:\/\/userpilot.com\/blog\/product-trial-onboarding\/\" target=\"_blank\" rel=\"noopener noreferrer\">product trial<\/a>.<\/li>\n<\/ul>\n<h3 id=\"dsfuo\"><strong>Activation<\/strong><\/h3>\n<p>Activation is the stage where new users take the first meaningful action with your product and convert it into active users through <a href=\"https:\/\/userpilot.com\/blog\/user-onboarding\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding processes <\/a>or live demos.<\/p>\n<p>At this stage, the focus is on ensuring users realize the core value of your product quickly, for which you need to monitor the following metrics:<\/p>\n<ul>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/customer-activation-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Activation rate<\/a><\/strong>: Percentage of users who take a meaningful first step and experience an <a href=\"https:\/\/userpilot.com\/blog\/the-aha-moment-for-product-onboarding-activation\/\" target=\"_blank\" rel=\"noopener noreferrer\">AHA! moment<\/a> (e.g., completing onboarding or using a key feature).<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/time-to-value\/\" target=\"_blank\" rel=\"noopener noreferrer\">Time-to-value<\/a><\/strong>: The time it takes for a user to experience the core value of your product.<\/li>\n<li><strong>Onboarding completion rate<\/strong>: Percentage of users who finish the onboarding process.<\/li>\n<\/ul>\n<h3 id=\"280g9\"><strong>Adoption<\/strong><\/h3>\n<p>Adoption refers to the phase where customers start using your product regularly, making it critical for long-term customer retention and <a href=\"https:\/\/userpilot.com\/blog\/customer-stickiness\/\" target=\"_blank\" rel=\"noopener noreferrer\">product stickiness<\/a>.<\/p>\n<p>The focus here is on <a href=\"https:\/\/userpilot.com\/blog\/customer-experience-improvement\/\" target=\"_blank\" rel=\"noopener noreferrer\">enhancing the customer experience<\/a> and providing <a href=\"https:\/\/userpilot.com\/blog\/proactive-help\/\" target=\"_blank\" rel=\"noopener noreferrer\">proactive support<\/a>. For which you want to monitor key metrics like:<\/p>\n<ul>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/adoption-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Feature adoption rate<\/a><\/strong>: Percentage of users actively using a key feature of your product.<\/li>\n<li><strong>Product engagement rate<\/strong>: How frequently users interact with your product over a given period.<\/li>\n<li><strong>Number of active users<\/strong>: Total count of users regularly engaging with your product.<\/li>\n<\/ul>\n<h3 id=\"33u66\"><strong>Retention<\/strong><\/h3>\n<p>Retention measures how effectively you\u2019re keeping users over time. A high <a href=\"https:\/\/userpilot.com\/blog\/how-to-calculate-customer-retention-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">retention rate <\/a>indicates strong product value, while a lower rate may suggest issues with user experience.<\/p>\n<p>Improving retention can involve continuous <a href=\"https:\/\/userpilot.com\/blog\/in-app-customer-support\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer support<\/a>, updates, <a href=\"https:\/\/userpilot.com\/blog\/userpilot-for-mobile-onboarding\/\" target=\"_blank\" rel=\"noopener\">mobile onboarding<\/a> and <a href=\"https:\/\/userpilot.com\/blog\/secondary-onboarding\/\" target=\"_blank\" rel=\"noopener noreferrer\">secondary onboarding<\/a>\u2014as well as keeping track of metrics like:<\/p>\n<ul>\n<li><strong>Customer retention rate<\/strong>: Percentage of users who continue using your product after a given period.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/customer-churn-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Churn rate<\/a><\/strong>: The percentage of users who stop using your product within a specific timeframe.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/cohort-retention-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cohort retention analysis<\/a><\/strong>: Illustrates the retention of different user groups over time.<\/li>\n<\/ul>\n<h3 id=\"8ljdl\"><strong>Revenue<\/strong><\/h3>\n<p>Revenue is the bottom of the funnel, where your sales process converts engaged users into paying customers. Here, customers are encouraged to <a href=\"https:\/\/userpilot.com\/blog\/upselling-examples-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\">upgrade<\/a> their plan with your sales team and share their positive experiences with others with referral programs and communities.<\/p>\n<p>This stage also focuses on maximizing revenue through <a href=\"https:\/\/userpilot.com\/blog\/upselling-techniques\/\" target=\"_blank\" rel=\"noopener noreferrer\">upselling<\/a>, cross-selling, sales performance, and<a href=\"https:\/\/userpilot.com\/blog\/mrr-growth\/\" target=\"_blank\" rel=\"noopener noreferrer\"> MRR expansion strategies<\/a>.<\/p>\n<p>Key metrics to track here include:<\/p>\n<ul>\n<li><strong>Average revenue per user (ARPU)<\/strong>: The average amount of revenue generated per user.<\/li>\n<li><strong>Customer lifetime value (<a href=\"https:\/\/userpilot.com\/blog\/ltv-optimization\/\" target=\"_blank\" rel=\"noopener noreferrer\">LTV<\/a>)<\/strong>: The total revenue you can expect from a customer during their time using your product.<\/li>\n<li><strong><a href=\"https:\/\/userpilot.com\/blog\/increase-trial-to-paid-conversion-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">Free-to-paid conversion rate<\/a><\/strong>: Percentage of freemium users who upgrade to a paid plan.<\/li>\n<\/ul>\n<h2 id=\"5ai5i\"><strong>Important B2B SaaS funnel conversion benchmarks to know<\/strong><\/h2>\n<p><a href=\"https:\/\/userpilot.com\/saas-product-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot\u2019s SaaS metrics report<\/a> shows the benchmarks of multiple metrics like time-to-value and activation rate in different industries and revenue sizes\u2014you should check it out to guide your decisions.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/saas-product-metrics_972634a88fb55e0736ae6a1bee666cfc_800.png 1x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/saas-product-metrics_972634a88fb55e0736ae6a1bee666cfc_800.png 1x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/saas-product-metrics_972634a88fb55e0736ae6a1bee666cfc_800.png\" alt=\"b2b saas funnel conversion benchmarks userpilot\" \/><\/picture><figcaption><a href=\"https:\/\/userpilot.com\/saas-product-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Check Userpilot\u2019s product metrics benchmark report<\/a>.<\/figcaption><\/figure>\n<p>Now, let\u2019s go over the industry benchmarks so you can gauge how competitive your product is in the market.<\/p>\n<h3 id=\"7cvda\"><strong>Website conversion rate<\/strong><\/h3>\n<p><a href=\"https:\/\/popupsmart.com\/blog\/good-average-website-conversion-rate\" target=\"_blank\" rel=\"noopener noreferrer\">Top B2B companies<\/a> have an average conversion rate of 11.70%.<\/p>\n<p>This means that for every 100 visitors to their website, about 12 will convert into leads or trial users.<\/p>\n<p>Achieving the conversion rate of top companies is not only about having a well-optimized website with clear CTAs, engaging content, and <a href=\"https:\/\/userpilot.com\/blog\/what-is-ux-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">user-friendly design<\/a>. It\u2019s also about building such a brand reputation that makes most visitors have a pre-made idea of what your business is about.<\/p>\n<h3 id=\"80jup\"><strong>Activation rate<\/strong><\/h3>\n<p>According to <a href=\"https:\/\/userpilot.com\/saas-product-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot&#8217;s product metrics benchmark report<\/a>, the average activation rate across SaaS businesses is 37.5%.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/user-activation-rate_75431f65cdc9acc02ded5a544c85f905_800.png 1x, https:\/\/images.storychief.com\/account_6827\/user-activation-rate_75431f65cdc9acc02ded5a544c85f905_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/user-activation-rate_75431f65cdc9acc02ded5a544c85f905_800.png 1x, https:\/\/images.storychief.com\/account_6827\/user-activation-rate_75431f65cdc9acc02ded5a544c85f905_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/user-activation-rate_75431f65cdc9acc02ded5a544c85f905_800.png\" alt=\"b2b saas funnel conversion benchmarks activation rate\" \/><\/picture><figcaption>Average activation rate according to <a href=\"https:\/\/userpilot.com\/saas-product-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot\u2019s benchmarks<\/a>.<\/figcaption><\/figure>\n<p>If your <a href=\"https:\/\/userpilot.com\/blog\/customer-activation-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">activation rate<\/a> is lower than this benchmark, it might be time to think about how you can provide more value during the <a href=\"https:\/\/userpilot.com\/blog\/user-onboarding-process\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding process<\/a>.<\/p>\n<p>However, when looking deeper at the report, you\u2019ll find that about 80% of the companies that had over 50% activation rate included a video, GIF, or animated image in their <a href=\"https:\/\/userpilot.com\/blog\/onboarding-flow-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\">onboarding flow<\/a>\u2014why not try it?<\/p>\n<h3 id=\"8qff1\"><strong>Freemium conversion rate<\/strong><\/h3>\n<p><a href=\"https:\/\/userpilot.com\/blog\/freemium-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">Freemium models <\/a>typically see conversion rates ranging between 1% and 10%, according to <a href=\"https:\/\/openviewpartners.com\/2022-product-benchmarks\/\" target=\"_blank\" rel=\"nofollow noopener\">OpenView\u2019s benchmarks<\/a>.<\/p>\n<p>While this might seem like a low percentage, it&#8217;s expected, given that many freemium users never intend to pay.<\/p>\n<p>However, if you focus on delivering more value early and <a href=\"https:\/\/userpilot.com\/blog\/freemium-to-premium\/\" target=\"_blank\" rel=\"noopener noreferrer\">triggering upgrade prompts<\/a> at the right moment, you can push this rate closer to the 10% benchmark.<\/p>\n<h3 id=\"9m886\"><strong>Feature adoption rate<\/strong><\/h3>\n<p>In <a href=\"https:\/\/userpilot.com\/saas-product-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot&#8217;s benchmark report<\/a>, the average <a href=\"https:\/\/userpilot.com\/blog\/feature-adoption-101\/\">feature adoption<\/a> rate is 24.5%.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/feature-adoption-rate_85f118893b7d224f9029a28e3e4f7379_800.png 1x, https:\/\/images.storychief.com\/account_6827\/feature-adoption-rate_85f118893b7d224f9029a28e3e4f7379_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/feature-adoption-rate_85f118893b7d224f9029a28e3e4f7379_800.png 1x, https:\/\/images.storychief.com\/account_6827\/feature-adoption-rate_85f118893b7d224f9029a28e3e4f7379_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/feature-adoption-rate_85f118893b7d224f9029a28e3e4f7379_800.png\" alt=\"b2b saas funnel conversion benchmarks adoption rates\" \/><\/picture><figcaption>Adoption rate statistics according to <a href=\"https:\/\/userpilot.com\/saas-product-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot benchmarks<\/a>.<\/figcaption><\/figure>\n<p>A low <a href=\"https:\/\/userpilot.com\/blog\/adoption-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">feature adoption rate<\/a> could indicate that users are not engaging with your product&#8217;s most valuable elements. This can be due to poor onboarding, unclear product UI, or lack of <a href=\"https:\/\/userpilot.com\/blog\/customer-education\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer education<\/a>.<\/p>\n<p>However, adoption rate is a metric that can vary a lot depending on your industry. Here\u2019s how different industries compare:<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/by-industry-checklistcr-section-preview_8e7f1c74751d13f0169072dfd9031b1d_800.png 1x, https:\/\/images.storychief.com\/account_6827\/by-industry-checklistcr-section-preview_8e7f1c74751d13f0169072dfd9031b1d_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/by-industry-checklistcr-section-preview_8e7f1c74751d13f0169072dfd9031b1d_800.png 1x, https:\/\/images.storychief.com\/account_6827\/by-industry-checklistcr-section-preview_8e7f1c74751d13f0169072dfd9031b1d_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/by-industry-checklistcr-section-preview_8e7f1c74751d13f0169072dfd9031b1d_800.png\" alt=\"b2b saas funnel conversion benchmarks by industry\" \/><\/picture><figcaption>Core feature adoption rate by industry.<\/figcaption><\/figure>\n<h3 id=\"9udd\"><strong>Retention rate<\/strong><\/h3>\n<p>The <a href=\"https:\/\/userpilot.com\/saas-product-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot\u2019s benchmark<\/a> also reports that the average month-1 retention rate in B2B SaaS is 46.9%.<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/month-1-retention-rate_ab36b16a19878ac2192e6ab5ea2946ba_800.png 1x, https:\/\/images.storychief.com\/account_6827\/month-1-retention-rate_ab36b16a19878ac2192e6ab5ea2946ba_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/month-1-retention-rate_ab36b16a19878ac2192e6ab5ea2946ba_800.png 1x, https:\/\/images.storychief.com\/account_6827\/month-1-retention-rate_ab36b16a19878ac2192e6ab5ea2946ba_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/month-1-retention-rate_ab36b16a19878ac2192e6ab5ea2946ba_800.png\" alt=\"b2b saas funnel conversion benchmarks retention rate\" \/><\/picture><figcaption>Retention rate stats according to <a href=\"https:\/\/userpilot.com\/saas-product-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot\u2019s benchmarks<\/a>.<\/figcaption><\/figure>\n<p>A lower retention rate might suggest that your product doesn\u2019t feel valuable in the long term, or there may be issues with user experience that lead to <a href=\"https:\/\/userpilot.com\/blog\/reduce-customer-churn-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">churn<\/a>.<\/p>\n<p>But just like adoption rates, retention can also vary from industry to industry (especially when you compare healthcare with insurance).<\/p>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/byindustry-1-month-retention-rate-section_b5321b68180243e1339508ffd7de6261_800.png 1x, https:\/\/images.storychief.com\/account_6827\/byindustry-1-month-retention-rate-section_b5321b68180243e1339508ffd7de6261_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/byindustry-1-month-retention-rate-section_b5321b68180243e1339508ffd7de6261_800.png 1x, https:\/\/images.storychief.com\/account_6827\/byindustry-1-month-retention-rate-section_b5321b68180243e1339508ffd7de6261_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/byindustry-1-month-retention-rate-section_b5321b68180243e1339508ffd7de6261_800.png\" alt=\"b2b saas funnel conversion benchmarks retention by industry\" \/><\/picture><figcaption>Retention rates by industry.<\/figcaption><\/figure>\n<h2 id=\"4s33c\"><strong>How can SaaS companies optimize funnel conversion rates?<\/strong><\/h2>\n<p>Once you start tracking the entire funnel and compare its key metrics with <a href=\"https:\/\/userpilot.com\/saas-product-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">our benchmarks<\/a>, you\u2019ll be able to find bottlenecks and start optimizing your funnel conversions.<\/p>\n<p>For this, here are some valuable tips that can significantly <a href=\"https:\/\/userpilot.com\/blog\/product-performance-metrics\/\" target=\"_blank\" rel=\"noopener noreferrer\">improve your product performance<\/a> and help you meet or exceed industry benchmarks:<\/p>\n<ul>\n<li>To improve acquisition, minimize form fields during signup to create a <a href=\"https:\/\/userpilot.com\/blog\/sign-up-page-design\/\" target=\"_blank\" rel=\"noopener noreferrer\">frictionless signup process<\/a>.<\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/signup_9a4ef2c4b69d9bfccc942d0af5bdc484_800.png 1x, https:\/\/images.storychief.com\/account_6827\/signup_9a4ef2c4b69d9bfccc942d0af5bdc484_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/signup_9a4ef2c4b69d9bfccc942d0af5bdc484_800.png 1x, https:\/\/images.storychief.com\/account_6827\/signup_9a4ef2c4b69d9bfccc942d0af5bdc484_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/signup_9a4ef2c4b69d9bfccc942d0af5bdc484_800.png\" alt=\"signup process asana\" \/><\/picture><figcaption>Asana signup page.<\/figcaption><\/figure>\n<ul>\n<li>Implement<a href=\"https:\/\/userpilot.com\/blog\/interactive-walkthroughs-saas\/\" target=\"_blank\" rel=\"noopener noreferrer\"> interactive walkthroughs <\/a>to guide users through key features and ensure they experience value early on for better activation rates.<\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/onboard_040924fdcf5a13b270cb741886ba55f0_800.png 1x, https:\/\/images.storychief.com\/account_6827\/onboard_040924fdcf5a13b270cb741886ba55f0_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/onboard_040924fdcf5a13b270cb741886ba55f0_800.png 1x, https:\/\/images.storychief.com\/account_6827\/onboard_040924fdcf5a13b270cb741886ba55f0_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/onboard_040924fdcf5a13b270cb741886ba55f0_800.png\" alt=\"onboarding modal\" \/><\/picture><figcaption>Setting up an onboarding flow with <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<ul>\n<li>To increase revenue, use a <a href=\"https:\/\/userpilot.com\/blog\/user-engagement-tools-and-software\/\" target=\"_blank\" rel=\"noopener noreferrer\">user engagement tool<\/a> (like <a href=\"https:\/\/userpilot.com\/\">Userpilot<\/a>) to trigger upgrade messages at the right time and encourage free users to convert into paid customers.<\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/upsell-tooltips_d6e100f07ba425360015a265cc834f37_800.png 1x, https:\/\/images.storychief.com\/account_6827\/upsell-tooltips_d6e100f07ba425360015a265cc834f37_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/upsell-tooltips_d6e100f07ba425360015a265cc834f37_800.png 1x, https:\/\/images.storychief.com\/account_6827\/upsell-tooltips_d6e100f07ba425360015a265cc834f37_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/upsell-tooltips_d6e100f07ba425360015a265cc834f37_800.png\" alt=\"upgrade prompt\" \/><\/picture><figcaption>Creating an upgrade prompt with <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<ul>\n<li>To enhance retention, anticipate user needs, and <a href=\"https:\/\/userpilot.com\/blog\/proactive-help\/\" target=\"_blank\" rel=\"noopener noreferrer\">provide proactive support<\/a> before users encounter issues\u2014improving retention.<\/li>\n<\/ul>\n<figure class=\"image strchf-type-image regular strchf-size-regular strchf-align-center\"><picture><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/resource-center-editor_ee8f43373ab390c609ba8622e5e7e45f_800.png 1x, https:\/\/images.storychief.com\/account_6827\/resource-center-editor_ee8f43373ab390c609ba8622e5e7e45f_1600.png 2x\" media=\"(max-width: 768px)\" \/><source srcset=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/resource-center-editor_ee8f43373ab390c609ba8622e5e7e45f_800.png 1x, https:\/\/images.storychief.com\/account_6827\/resource-center-editor_ee8f43373ab390c609ba8622e5e7e45f_1600.png 2x\" media=\"(min-width: 769px)\" \/><img decoding=\"async\" src=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2026\/01\/resource-center-editor_ee8f43373ab390c609ba8622e5e7e45f_800.png\" alt=\"resource center\" \/><\/picture><figcaption>Building an in-app resource center with <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Userpilot<\/a>.<\/figcaption><\/figure>\n<h2 id=\"64a96\"><strong>Conclusion<\/strong><\/h2>\n<p>The B2B SaaS funnel conversion benchmarks can help you optimize your business and stay competitive.<\/p>\n<p>Remember, by monitoring the different stages of the funnel and aligning your performance with industry benchmarks, you can identify the right areas to optimize and drive better results.<\/p>\n<p>Want to see how Userpilot can help you monitor your conversion funnel without code? <a href=\"https:\/\/userpilot.com\/userpilot-demo\" target=\"_blank\" rel=\"noopener noreferrer\">Book a demo<\/a> to add videos to your onboarding flows and trigger upgrade prompts!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Conversion happens when someone takes a desired action on your app or website. The term is usually used to describe visitors turning to pay customers, but could also mean the steps in between\u2014a visitor to the trial user, trial to paid user, and freemium to paying customer. In this article, we will discuss the most common B2B SaaS conversion rate metrics and their benchmarks.<\/p>\n","protected":false},"author":24,"featured_media":571449,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[82],"tags":[923,60,1616,57,6915,346,497],"class_list":["post-113413","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth","tag-b2b-saas","tag-conversion-rate","tag-conversion-rates","tag-free-trial-conversion-rate","tag-funnel-conversion-benchmarks","tag-product-analytics","tag-trial-to-paid-conversion-rate"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>B2B SaaS Funnel Conversion Benchmarks<\/title>\n<meta name=\"description\" content=\"The B2B SaaS funnel conversion benchmarks can tell you more than just whether you&#039;re good enough. Let&#039;s go over the benchmarks to compare your performance.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2B SaaS Funnel Conversion Benchmarks\" \/>\n<meta property=\"og:description\" content=\"The B2B SaaS funnel conversion benchmarks can tell you more than just whether you&#039;re good enough. Let&#039;s go over the benchmarks to compare your performance.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/\" \/>\n<meta property=\"og:site_name\" content=\"Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog\" \/>\n<meta property=\"article:published_time\" content=\"2024-09-12T06:46:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-19T08:02:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/09\/Essential-B2B-SaaS-Funnel-Conversion-Benchmarks-to-Know-in-2026.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1876\" \/>\n\t<meta property=\"og:image:height\" content=\"1228\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Emilia Korczynska\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Emilia Korczynska\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/\"},\"author\":{\"name\":\"Emilia Korczynska\",\"@id\":\"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5796e18acd5548943b72c36d3469e61d\"},\"headline\":\"Essential B2B SaaS Funnel Conversion Benchmarks to Know in 2024\",\"datePublished\":\"2024-09-12T06:46:32+00:00\",\"dateModified\":\"2026-03-19T08:02:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/\"},\"wordCount\":1252,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/09\/Essential-B2B-SaaS-Funnel-Conversion-Benchmarks-to-Know-in-2026.png\",\"keywords\":[\"B2B SaaS\",\"Conversion Rate\",\"conversion rates\",\"Free Trial Conversion Rate\",\"funnel conversion benchmarks\",\"product analytics\",\"trial to paid conversion rate\"],\"articleSection\":[\"Growth\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/\",\"url\":\"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/\",\"name\":\"B2B SaaS Funnel Conversion Benchmarks\",\"isPartOf\":{\"@id\":\"https:\/\/userpilot.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/09\/Essential-B2B-SaaS-Funnel-Conversion-Benchmarks-to-Know-in-2026.png\",\"datePublished\":\"2024-09-12T06:46:32+00:00\",\"dateModified\":\"2026-03-19T08:02:24+00:00\",\"author\":{\"@id\":\"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5796e18acd5548943b72c36d3469e61d\"},\"description\":\"The B2B SaaS funnel conversion benchmarks can tell you more than just whether you're good enough. Let's go over the benchmarks to compare your performance.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/#primaryimage\",\"url\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/09\/Essential-B2B-SaaS-Funnel-Conversion-Benchmarks-to-Know-in-2026.png\",\"contentUrl\":\"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/09\/Essential-B2B-SaaS-Funnel-Conversion-Benchmarks-to-Know-in-2026.png\",\"width\":1876,\"height\":1228,\"caption\":\"Essential B2B SaaS Funnel Conversion Benchmarks to Know\"},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/userpilot.com\/blog\/#website\",\"url\":\"https:\/\/userpilot.com\/blog\/\",\"name\":\"Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/userpilot.com\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5796e18acd5548943b72c36d3469e61d\",\"name\":\"Emilia Korczynska\",\"description\":\"Passionate about SaaS product growth, and both pre-sign-up and post-sign-up marketing. Talk to me about improving your acquisition, activation, and retention strategy. VP of Marketing at Userpilot.\",\"sameAs\":[\"https:\/\/www.linkedin.com\/in\/emiliakorczynska\/\"],\"url\":\"https:\/\/userpilot.com\/blog\/author\/emiliauserpilot-io\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"B2B SaaS Funnel Conversion Benchmarks","description":"The B2B SaaS funnel conversion benchmarks can tell you more than just whether you're good enough. Let's go over the benchmarks to compare your performance.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/","og_locale":"en_US","og_type":"article","og_title":"B2B SaaS Funnel Conversion Benchmarks","og_description":"The B2B SaaS funnel conversion benchmarks can tell you more than just whether you're good enough. Let's go over the benchmarks to compare your performance.","og_url":"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/","og_site_name":"Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog","article_published_time":"2024-09-12T06:46:32+00:00","article_modified_time":"2026-03-19T08:02:24+00:00","og_image":[{"width":1876,"height":1228,"url":"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/09\/Essential-B2B-SaaS-Funnel-Conversion-Benchmarks-to-Know-in-2026.png","type":"image\/png"}],"author":"Emilia Korczynska","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Emilia Korczynska","Est. reading time":"9 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/#article","isPartOf":{"@id":"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/"},"author":{"name":"Emilia Korczynska","@id":"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5796e18acd5548943b72c36d3469e61d"},"headline":"Essential B2B SaaS Funnel Conversion Benchmarks to Know in 2024","datePublished":"2024-09-12T06:46:32+00:00","dateModified":"2026-03-19T08:02:24+00:00","mainEntityOfPage":{"@id":"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/"},"wordCount":1252,"commentCount":0,"image":{"@id":"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/#primaryimage"},"thumbnailUrl":"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/09\/Essential-B2B-SaaS-Funnel-Conversion-Benchmarks-to-Know-in-2026.png","keywords":["B2B SaaS","Conversion Rate","conversion rates","Free Trial Conversion Rate","funnel conversion benchmarks","product analytics","trial to paid conversion rate"],"articleSection":["Growth"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/","url":"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/","name":"B2B SaaS Funnel Conversion Benchmarks","isPartOf":{"@id":"https:\/\/userpilot.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/#primaryimage"},"image":{"@id":"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/#primaryimage"},"thumbnailUrl":"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/09\/Essential-B2B-SaaS-Funnel-Conversion-Benchmarks-to-Know-in-2026.png","datePublished":"2024-09-12T06:46:32+00:00","dateModified":"2026-03-19T08:02:24+00:00","author":{"@id":"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5796e18acd5548943b72c36d3469e61d"},"description":"The B2B SaaS funnel conversion benchmarks can tell you more than just whether you're good enough. Let's go over the benchmarks to compare your performance.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/userpilot.com\/blog\/b2b-saas-funnel-conversion-benchmarks\/#primaryimage","url":"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/09\/Essential-B2B-SaaS-Funnel-Conversion-Benchmarks-to-Know-in-2026.png","contentUrl":"https:\/\/blog-static.userpilot.com\/blog\/wp-content\/uploads\/2024\/09\/Essential-B2B-SaaS-Funnel-Conversion-Benchmarks-to-Know-in-2026.png","width":1876,"height":1228,"caption":"Essential B2B SaaS Funnel Conversion Benchmarks to Know"},{"@type":"WebSite","@id":"https:\/\/userpilot.com\/blog\/#website","url":"https:\/\/userpilot.com\/blog\/","name":"Thoughts about Product Adoption, User Onboarding and Good UX | Userpilot Blog","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/userpilot.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/userpilot.com\/blog\/#\/schema\/person\/5796e18acd5548943b72c36d3469e61d","name":"Emilia Korczynska","description":"Passionate about SaaS product growth, and both pre-sign-up and post-sign-up marketing. Talk to me about improving your acquisition, activation, and retention strategy. VP of Marketing at Userpilot.","sameAs":["https:\/\/www.linkedin.com\/in\/emiliakorczynska\/"],"url":"https:\/\/userpilot.com\/blog\/author\/emiliauserpilot-io\/"}]}},"_links":{"self":[{"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/posts\/113413","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/comments?post=113413"}],"version-history":[{"count":7,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/posts\/113413\/revisions"}],"predecessor-version":[{"id":631699,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/posts\/113413\/revisions\/631699"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/media\/571449"}],"wp:attachment":[{"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/media?parent=113413"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/categories?post=113413"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/userpilot.com\/blog\/wp-json\/wp\/v2\/tags?post=113413"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}